MARCO BALTAZAR BCom Candidate 2019

marco.baltazar@ryerson.ca 647-818-7515 https://ca.linkedin.com/in/baltazarm

4 Raymore Drive, Toronto, ON M9P 1W5

Completed a thorough segmentation and targeting analysis for a US non-profit organization

about to enter Canada, interpreting information from a Statistics Canada data set on giving to
write this concise, 2 page plan on how to segment and who to target. Grade: 96.67%.

Looking at three different behaviors of charitable giving, a lot of information can be

found to assist School-Projects expansion into Canada. Using multiple independent variables,

the most important ones were determined for each of the three dependant variables. T values

measure a variables importance where the greater the absolute number, as a negative just means

how the data was coded, the greater the affect the independent variable has on the dependant.

When total amount of donations was the dependant variable, the twenty most important variables

with the highest T value were determined (Appendix A). Analysing just the five highest ranked,

the top five independent variables were: religion, income, province, tax credit reasons, and age

(Appendix B). When amount of donations to education and research (15) was the dependant

variable, the twenty most important variables with the highest T value were also determined

(Appendix C). Analysing just the five highest ranked, the top five independent variables were:

children in household 0 to 14, education, province, birth place, and religion (Appendix D). When

amount of donations online was the dependant variable, the twenty most important variables with

the highest T value were determined as well (Appendix E). Analysing just the five highest

ranked, the top five independent variables were: income, province, tax credit reasons, education,

and sex (Appendix F). Thus, the one major difference in the three lists is the importance religion

has on charitable giving in general, something not in the top five for educational giving or online.

An explanation for this might be that religious organizations are the type people give the biggest

amount to. Evidently, this is what Turcotte found in his report on charitable giving by individuals

as evidenced by religious organizations accounting for 41% of all donations, followed by health

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 MARCO BALTAZAR BCom Candidate 2019
marco.baltazar@ryerson.ca 647-818-7515 https://ca.linkedin.com/in/baltazarm
4 Raymore Drive, Toronto, ON M9P 1W5
and social services with 13% and 12% respectively (Turcotte, 2015). Therefore, the key bases of

segmentation for the School-Projects brand would be the highest ranked independent variables

when giving to education and via online are dependant, not in general, as those directly impact it.

The target segments the School-Projects brand should focus their efforts on are the

variables which influenced people the most for giving to education and online since the charity is

for education and based online. Looking at the top two variables by far for giving to education,

the more children and education a donor had, the more they gave on average (Appendix G to J).

This pattern makes sense as the Turcotte report found that one reason people donate is because

88% of the time they are helping a cause they personally believed (Turcotte, 2015). This explains

why educated people with kids would want to donate to education to help their kids and other

kids as well, since it is evidently something they believe in by having personally pursued it. For

the top two variables in online giving, with tax credit reasons a close third that relates to the first,

the more income made and further West of Canada donors lived, the more they gave on average

(Appendix K to N). Turcottes report explores this too as from 2004 to 2013, donations tended to

increase more in provinces west of Ontario, Alberta especially with a 100% increase (Turcotte,

2015). With all the high paying jobs in the Alberta oil sands and since the more income someone

makes, the more disposal income one can give to charity, this relation is understandable. In

addition, seeing how people probably work a lot to make a lot of money, giving online makes

sense because it is quick, easy and saves them time. Thus, the profile of the target supporters for

School-Projects in Canada using these key segmentation variables would be, specifically, people

who make $120,000 or more, live in Alberta, have 3 or more kids aged 0 to 14, and possess a

university diploma, as those particular variables yielded the highest average money given by far

(Appendix K, M, G, I). Strengthening the position with those already supporting education by

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 MARCO BALTAZAR BCom Candidate 2019
marco.baltazar@ryerson.ca 647-818-7515 https://ca.linkedin.com/in/baltazarm
4 Raymore Drive, Toronto, ON M9P 1W5
giving online is the right decision since high income was the most important variable. Thus, it is

likelier that the wealthiest people, when asked, will give more money to a cause that they already

believe in than the less wealthy, since it is a smaller percentage of their disposable income given.